The Effectiveness of Social Media Marketing in Zakat Institutions: A Global Comparison

EasyChair Preprint 6445

Abstract

The objective of this research is to analyze the effectiveness of social media marketing of zakat institutions among Muslim countries. Many zakat institutions utilize such social media as Twitter, Facebook, Instagram, and YouTube, but they may not be aware of the effectiveness represented in such actions as people's responses and share. This research analyzed the data of social media activity using an online basis. The social media focused on Twitter as the most interactive media and well-informed tool and YouTube as the most comprehensive video information. The sample comprised thirty-one zakat institutions from 32 countries were analyzed. The results show that not many zakat institutions actively inform their activities using social media like Twitter and YouTube. Besides, the low rate of like, retweet, or comment indicated low interactions with followers.

Keyphrases: Response, Zakat, effectiveness, interaction, social media

@booklet{EasyChair:6445,
  author    = {Dodik Siswantoro},
  title     = {The Effectiveness of Social Media Marketing in Zakat Institutions: A Global Comparison},
  howpublished = {EasyChair Preprint 6445},
  year      = {EasyChair, 2021}}